Systems and methods for planning, executing, and reporting a strategic advertising campaign for television

ABSTRACT

Systems and methods are disclosed for planning, executing, reviewing, and reporting the results of an advertising campaign to be run on TV. A demand-side platform receives ad slot opportunities from TV programming sources, and analyzes the ad slots to produce a prioritized list of placement opportunities for the advertising campaign to be presented to advertiser/clients. Each ad slot is analyzed with respect to past viewership data and with respect to desired targeting characteristics that may include conventional age and gender targeting, or additionally strategic targeting characteristics. Scores are established for each ad slot with respect to numbers of projected on-target impressions and/or a cost for projected on-target impressions. The scores are sorted to produce the prioritized list. Projected results can be viewed with respect to any or all of network, day, and daypart. After a campaign has completed, viewership data representing actual results is acquired, processed, and reported.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of U.S. Provisional PatentApplication No. 62/069,204 filed Oct. 27, 2014.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates generally to systems and methods forplanning and managing advertising campaigns that run on television.

2. Prior Art

In the RTB (Real-Time Bidding) environment for media impression auctionsand purchases, an electronic advertising agency/consolidator operating ademand-side platform traditionally receives billions of daily auctionopportunities for electronic media impressions from partners likeGoogle®, Yahoo®, etc., and bids for the impression opportunities onbehalf of client/advertisers. Recently, there has arisen is a need fordemand-side platforms to offer planning and execution for cross-platformcampaigns (supporting traditional TV and digital media), as well asadvertising campaigns that support purely traditional TV ad impressions.When targeting these purely TV opportunities, the demand-side platformcan offer improved targeting and efficiencies as a result of their skillset in developing planning and analysis tools for digital mediacampaigns. Typically, a conventional TV ad campaign is based primarilyon targeting basic demographic information—age and gender. There are,however, opportunities to use more advanced and strategic targetingcharacteristics beyond age and gender as will be described herein, andto offer planning tools including user interfaces that provide a plannerof TV advertising campaigns with improved visibility and targetingefficiencies—producing more effective and cost efficient campaigns. A“user” as described herein is a person operating a user interfaceaccording to the invention for the purpose of planning, analyzing, orreporting on a future or past ad campaign.

Note that in some scenarios, the advertising agency/consolidatoroperating a demand-side platform and the advertiser/client may in factbe the same entity—for instance when they comprise a large organizationwith an internal advertising department capable of acting as ademand-side platform. A “user” or “planner” may be associated with anyor all of these organizations. Also, in such an instance, there may beno internal auction—just a submission to an external auction and/orsupplier. Also, the direct customer of a demand-side platform may not bethe client/advertiser themselves, but may be a broker service of somekind that in turn services client/advertisers.

As used in describing invention as defined herein, traditionaltelevision or TV includes:

Connected TV;

VOD (Video on Demand);

Traditional Broadcast TV;

Cable TV; and

TV programming provided online.

TV as described herein is differentiated from viewer-targeted onlinevideo advertising with respect to how ads are targeted/chosen. Forviewer-targeted online advertising the demand-side platform typicallyknows the demographics of the viewer based on their cookie beforebidding, and/or they know a demographic profile for the website wherethe ad is to be shown. For the more “traditional” TV, which for thisspecification is referred to as “TV”, it is not known in advance ofshowing advertisements who will watch, and ads are therefore moreassociated with the TV programming itself. For instance to target carlovers, advertisers and demand-side platforms representing them wouldchoose to advertise in ad slots within car-focused TV programs.

TV programming as defined herein may be therefore viewed on conventionalTV sets, or on any digital media viewing device, including withoutlimitation PC/laptops, tablets, smartphones, and even digital watches.Traditional Television may be linear (available at a particular time ofday) or Video on Demand (VOD) where a program is made available to aviewer on demand. Traditional TV typically—but not always—has ad slotsassociated with it. When ad slots are associated, all viewers of aprogram will see the same advertisements. For TV programming shownnationally but with regionally or channel focused advertisements, allviewers within a region or channel will see the same advertisements. Assuch, demographic data on what categories of viewers viewed whatadvertisements needs to be obtained from 3^(rd) party monitoringorganizations after the fact.

VOD is further defined as systems that allow users to select andwatch/listen to video or audio content when they choose to, rather thanhaving to watch at a specific broadcast time. IPTV technology is oftenused to bring video on demand to televisions and personal computers.Television VOD systems can either stream content through a set-top box,a computer or other device, allowing viewing in real time, or downloadit to a device such as a computer, digital video recorder (also called apersonal video recorder) or portable media player for viewing at anytime.

OTHER DEFINITIONS

Ad Placement—an ad placement is a combination of an Ad and a budget,flight dates, and targeting for the ad.

Ad Campaign—an ad campaign is a group of placements.

Viewership Data—Viewership data describes who watched (or is projectedto watch) an ad, and what their viewer characteristics are.

Placement Data—This includes data like numbers of impressions and timeswhen impressions occurred. If also includes networks where impressionsoccurred and actual costs of impressions.

Placement Parameters—These are parameters supplied by a user/planner ata client advertiser or demand-side platform that control the operationof the ad campaign. These include for instance: budget; dates; maximumcost per impression; minimum goal for total impressions; types of TVprogramming to be targeted; and daypart segments to be targeted.

Viewer—A viewer may be either a person, cookie, household, or any groupof persons that watch the same programming—regardless of whether or notthey watch simultaneously.

Videos—A repository of all creative assets that have been loaded on ademand-side platform and are available for use in an ad campaign.

Ad Types—List of all possible ad types supported by the demand-sideplatform. These may include for example Linear, VOD, or Addressable.Linear is traditional continuous TV where programming is set for anyparticular time of day. Video on Demand streams a video program at aviewer's request at a requested time of day. Addressable means that theMVPD (Multichannel Video Programming Distributor) can send different adsto each household.

The invention is a computerized process wherein one or more processorsoperate the invention with user guidance/input. The one or moreprocessors may be implemented as one or more servers that may beco-located, or alternately located at remote locations, or located inthe Cloud. The “Cloud” typically refers to computers/processors locatedat remote locations where their use is typically provided as aservice—also known as Infrastructure as a Service.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is an overview data flow diagram according to the inventionindicating how one or more servers receive and transmit data to a TVprogramming supply source as well as communicating withadvertiser/clients and third-party viewership data.

FIG. 2 is an exemplary and non-limiting flowchart according to theinvention for planning a future television campaign including strategictargeting.

FIG. 3 is an exemplary and non-limiting flowchart according to theinvention for reviewing and reporting results for a television campaignincluding strategic targeting.

FIG. 4 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign including demographic, strategic, and combinedtargeting.

FIG. 5 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign with specific emphasis on projected or reportedresults displaying impressions according to daypart.

FIG. 6 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign with specific emphasis on projected or reportedresults displaying CPMs according to daypart.

FIG. 7 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign where impressions or CPMs are displayed graphicallywith respect to networks.

FIG. 8 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign where impressions or CPMs are displayed graphicallywith respect to networks and daypart.

FIG. 9 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign where impressions or CPMs are displayed graphicallywith respect to networks and daypart, and where for each network and dayof a campaign, an intensity bar is shown for each daypart.

FIG. 10 shows an exemplary report listing data available for downloadafter a campaign has run.

FIG. 11 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign for either planning or review purposes. Here,impressions and CPMs are displayed graphically with respect to networksand daypart, and intensity bar graphs are shown to indicate amounts ofimpressions with respect to both networks and daypart. Demographic andStrategic parameters for the campaign are also set in this userinterface.

FIG. 12 shows a graphical mechanism for inputting specific dayparts foreach day of the week where a campaign should place advertisements.

FIG. 13 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign for either planning or review purposes. Here,impressions and CPMs are displayed graphically with respect to networksand daypart, and intensity bar graphs are shown to indicate amounts ofimpressions with respect to both networks and daypart. Demographic andStrategic parameters for the campaign are also set in this userinterface.

FIG. 14 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign for either planning or review purposes. Here,impressions and CPMs are displayed graphically with respect to networksand daypart, and intensity bar graphs are shown to indicate amounts ofimpressions with respect to both networks and daypart. Demographic andStrategic parameters for the campaign are also set in this userinterface.

FIG. 15 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign including demographic, strategic, and combinedtargeting, all shown with respect to networks and/or daypart.

FIG. 16 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign including bar graphs for demographic, strategic,and combined targeting, all shown with respect to daypart. Results withrespect to impressions ad CPMs are also shown with respect to daypart.

FIG. 17 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign including bar graphs for demographic, strategic,and combined targeting, all shown with respect to network. Results withrespect to impressions ad CPMs are also shown with respect to network.

FIG. 18 describes a user interface and underlying processes according tothe invention for displaying real or projected results for a TVadvertising campaign including bar graphs for either impressions or CPMsshown with respect to daypart for each of a list of networks. Summaryresults by daypart for each network are also shown along with statisticsfor placements over a specified time period.

FIG. 19 presents an exemplary list of other “strategic” targetingviewership data available from 3^(rd) Party Sources.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

Systems and methods are disclosed for planning, executing, reviewing,and reporting the results of an advertising campaign to be run on TV. Ademand-side platform receives ad slot opportunities from TV programmingsources, and analyzes the ad slots to produce a prioritized list ofplacement opportunities for the advertising campaign to be presented toadvertiser/clients. Each ad slot is analyzed with respect to pastviewership data and with respect to desired targeting characteristicsthat may include conventional age and gender targeting, or additionallystrategic targeting characteristics. Scores are established for each adslot with respect to numbers of projected on-target impressions and/or acost for projected on-target impressions. The scores are sorted toproduce the prioritized list. Projected results can be viewed withrespect to any or all of network, day, and daypart. After a campaign hascompleted, viewership data representing actual results is acquired,processed, and reported.

Optimization for a campaign targeting traditional TV according to theinvention can be performed for cost and/or for reach, includingoptimization for CPMs (Cost per 1,000 impressions) and/or GRPs (GrossRating Points). Optimization can be performed while structuring therecommended TV order to balance trade-offs between efficiency ofreaching target audiences and diversification across inventory.

Note that 3rd party viewership data suppliers may supply data indicativeof a viewer panel and/or actual viewership data acquired by monitoring alarge number of viewers over time. The most prominent supplier ofviewership data today is Nielsen, however other sources of viewershipdata exist, and without limitation may include for example Barb in theUK, OZTam in Australia, and Rentrak in the US. The embodiments describedherein do not rely on any specific supplier of viewership data, and anyspecific mentions of data packages supplied by, for example Nielsen, areonly exemplary. Also note that while viewership data as referred toherein for most exemplary embodiments typically refers to historicalviewing, the invention is not limited solely to historical viewershipdata. Embodiments described herein may also utilize projected futureviewership data if and when such data is available and aclient/advertiser wishes to see projected campaign results based on suchdata.

One object of the invention is to offer to planners operating on behalfof client/advertisers a self-serve programmatic tool for planning TVadvertising campaigns, and for reviewing the results of those campaignsafter they have run.

Another object of the invention is to more easily and effectively reachstrategic targets, beyond the basic demographic “age and gender”targeting typically utilized by planners. Strategic viewercharacteristics are defined herein as those not including age andgender. Strategic targeting can include without limitation and forexample any or all of . . .

buying behavior;

income

ethnicity;

education;

children;

home;

auto; and

pets

. . . to name only a few. Note that buying behavior characteristics canbe very specific and complex. For instance, a strategic campaign cantarget viewers who viewed and/or purchased a specific category ofproduct or brand of product within a specific time period.

The tools described herein typically are used interactively where aplanner typically guides a planning or reviewing tool by choosingscenarios. The tool then automatically accesses any appropriate datasources and/or databases, and then automatically computes information ofinterest to display for the planner.

FIG. 1 shows an overview block diagram 100 for a system according to theinvention where a demand-side platform 114 interacts client/advertisers116; sources of TV programming 102; and sources 122 of third partyviewership data. A demand-side platform 114 utilizes automation softwareoperating on one or more servers/processors 112 to bid for ad slots 104to be shown to viewers 108 via TV programming 106. A TV programmingsupply source 102 typically provides a sale opportunity or bid requestpackage 110—typically including ad slot data—to the demand-side platform114. The demand-side platform will, in turn and if appropriate, providea response 118 to the TV programming supply source 102, that responseincluding a bid and either an advertisement or information describing anadvertisement. The decision to bid, and how much to bid, is eitherautomatically or semi-automatically calculated by software running onthe one or more servers 112 where information 120 supplied byclient/advertiser 116 is processed. Such information may include forexample and without limitation: desired on-target impressions; campaigntargeting parameters; campaign runtime; and TV campaign data and desiredcampaign strategy.

FIG. 2 shows an exemplary and non-limiting flow chart 200 describing aprocess for planning a strategic advertising campaign for Television.Note that prioritizing a recommended TV placement order (the list ofsuggested ad slots) can be done to balance trade-offs between efficiencyof a reaching target audience and diversification across inventory. Inorder to facilitate this, a cumulative maximum may be established forspending limits where each suggested ad slot may be assigned a maximumspending limit, such that a diversity of placements is optionallyimplemented over some pre-determined number of ad slots.

In step S202 of FIG. 2, a demand-side platform receives informationrelated to at least first and second TV ad slot opportunities. Suchinformation may include for example and without limitation: network, dayof week, daypart, available impressions, spot rate and CPM. In step S204the demand-side platform receives a data set of viewership data fortelevision that includes viewership data related to at least the firstand second TV ad slots. In step S206 the demand-side platform receivesfrom an advertiser/client desired targeting characteristics for anadvertising campaign. In step S208, the data set of viewership data isautomatically analyzed to determine viewer characteristics for viewerswho historically watched the first TV ad slot, and a score is assignedto the first TV ad slot indicative of the cost of on-target impressionsfor the first TV ad slot, where for each on-target impression theviewer's characteristics match the desired targeting characteristics. Instep S210, the data set of viewership data is analyzed to determineviewer characteristics for viewers who historically watched the secondTV ad slot, and a score is assigned to the second TV ad slot indicativeof the cost of on-target impressions for the second TV ad slot, wherefor each on-target impression the viewer's characteristics match thedesired targeting characteristics. In step S212, the first and second TVad slots are sorted according to their associated scores to produce aprioritized list of suggested ad slots to be purchased or bid on for theadvertising campaign.

FIG. 3 shows an exemplary and non-limiting flow chart 300 describing aprocess for reviewing and reporting results for a strategic advertisingcampaign for Television.

Note that for the exemplary user interface compositions andfunctionalities shown in FIGS. 4-18, in most cases functionalitiesaccording to the invention that are used in the planning stage of acampaign for dealing with projected results can also be used after acampaign has run to review the actual results of the campaign.

In step S302 a data set of viewership data and placement data for a TVad campaign is received by a demand-side platform that includes one ormore of: viewer characteristics, networks where impressions occurred,numbers of impressions and times of day when impressions occurred, andcosts of impressions. Then in step S304 targeting characteristics andplacement parameters that were utilized to operate the advertisingcampaign are received. Last in step S306, the data set of viewershipdata and placement data are automatically analyzed, and results arereported for the advertising campaign with respect to the targetingcharacteristics and placement parameters that were used to operate thecampaign.

Regarding reporting results for the advertising campaign with respect tothe targeting characteristics and placement parameters that were used tooperate the campaign, a few examples of such functionality follow. Forinstance, if specific dayparts were targeted for a campaign, then aresults report could include actual on-target impressions or CPMs withrespect to daypart. If both strategic viewer characteristics anddemographic viewer characteristics are targeted, a results report couldinclude impressions or CPMs per time with respect to demographictargeting, strategic targeting, and any combination thereof. If specificnetworks were targeted for a campaign in addition to targeting specificdayparts, then a results report could include a graph showing numbers ofon target impressions for each network with respect to daypart.

The following FIGS. 4 through 17 show exemplary computerized userinterface facilities for operating the invention. For each exemplaryuser interface a user, who may be a campaign planner or any person at aclient/advertiser organization or demand-side platform, operates theuser interface by entering parameter choices and parameter data, andalso by choosing desired display configurations depending on whichparameters/data they wish to enter or choose at a particular point intime, and/or which projected or actual results information they wish toview. Typically, when a user enters new information, software operatingon one or more processors will cause other data/parameters displayed inthe user interface to change.

FIG. 4 shows an overview tab for an exemplary user interface for aplanning tool according to the invention. Here, projected results aresummarized in total and with respect to TV network for impressionsresulting from basic demographic targeting (age and gender), strategictargeting, and a combination of basic demographic and strategictargeting. Projected results may be shown in terms of GRPs (Gross RatingPoints); CPPs (cost per GRP); on-target impressions, and cost per 1,000on-target impressions.

Per the exemplary user interface shown in FIG. 4, menu choices 402 areshown at the left of the display and includes the ability to view TV adcampaigns according to any of: campaigns; placement; videos; ads; adtypes; and surveys. For any of menu choices 402, the user interface alsodisplays views according to menu 404 shown at the top of FIG. 4, whichincludes doe example: campaigns; tools; private inventory; and help. Asearch capability 406 may be included as well as an indication of aspecific user 408 operating the user interface, as well as a date range414 for the campaign. The primary area 410 of the user interfacecontains primary tabs 412 which include: overview; dayparts; networks;and network+daypart, where for FIG. 4 the tab entitled overview has beenselected. In the center of primary area 410 is a graph of impressionsover time where the graph is layered to provide independent indicationsof impressions due to demographic (demo) targeting 416, strategictargeting 418 and demographic+strategic targeting 420, whilesimultaneously showing cumulative impressions by stacking the categoriesin a layered fashion. Below this graph are summary boxes 422 showingdata for demo, strategic, and demo+strategic targeting. Data for demotargeting is shown in terms of GRPs in one box and on-target impressionsin another box, with associated costs for each. Data for strategic anddemo+strategic targeting are shown in their respective boxes in terms ofon-target impressions and cost in terms of CPM (Cost per 1,000impressions). Last, at the bottom of the primary display area 410 ofFIG. 4 is a summary table where impressions 426 are summarized bynetwork 424. CPM 428 are also summarized by network. As a campaignplanner/user operates the user interface and alters campaign parametersaccording to user interface functionalities such as for example andwithout limitation those shown in FIGS. 11 through 14, user interfacedisplays such as that shown in FIG. 4 and other Figures herein willreport projected results in advance of the campaign, or actual resultsafter a campaign runtime has been completed.

FIG. 5 shows a “dayparts” tab 502 for an exemplary user interface for atool according to the invention. Here, projected or actual results forimpressions are summarized by time of day and shown for basicdemographic targeting (age and gender), strategic targeting, and acombination of basic demographic and strategic targeting. The userinterface displayed in FIG. 5 results from the dayparts tab 502 beingselected in order to view campaign results—projected or actual—accordingto dayparts. FIG. 5 can be controlled to display a graph of daypartresults according to either impressions or CPM, and in the example ofFIG. 5 viewing results by impressions 504 has been chosen. For purposesof ad placement, a 24 hour day can be divided into any number ofsegments, however for the example of FIG. 5, five segments 506 have beenchosen as an exemplary and non-limiting description of one aspect of theinvention, these five daypart segments being: morning; daytime; earlyfringe; prime time; and overnight. Since for FIG. 5 a user has chosen todisplay the graphs in the center of the display according toimpressions, for each of the five dayparts three bar graphs are shownwhere one of the three bar graphs indicates impressions 508 for demotargeting, one indicates impressions 510 for strategic targeting, andone indicates impressions 512 for demo+strategic targeting. At thebottom of FIG. 5 is a summary table where projected or actual resultsare shown according to dayparts 514 with respect to either impressionsor CPM, and further with respect to targeting categories (demo,strategic, demo+strategic).

FIG. 6 shows a “daypart” tab for an exemplary user interface for aplanning tool according to the invention. Here, projected or actualresults for CPMs are summarized by time of day and shown for basicdemographic targeting (age and gender), strategic targeting, and acombination of basic demographic and strategic targeting. The userinterface display of FIG. 6 shows the dayparts tab 602 selected andfurther, reporting according to CPM 604 is also selected which causesthe graph in the center the display to represent CPM for each of thefive daypart segments 606. Three bar graphs are shown for each daypart,each of the three bar graphs representing demo targeting 608, strategictargeting 610, and demo+strategic targeting 612. At the bottom of FIG. 6is a summary table where projected or actual results are shown accordingto dayparts 614 with respect to either impressions or CPM, and furtherwith respect to targeting categories (demo, strategic, demo+strategic).

FIG. 7 shows a “networks” tab 702 for an exemplary user interface for atool according to the invention. Here, projected or actual results forCPMs or impressions are summarized by TV Network and shown for basicdemographic targeting (age and gender), strategic targeting, and acombination of basic demographic and strategic targeting. Per FIG. 7,networks tab 702 has been selected and by selecting the box markedimpressions 704 a user causes the horizontal bar graphs in the center ofFIG. 7 to display projected or actual results in terms of impressionsaccording to networks 706 and targeting category, the targetingcategories being demo targeting 708, strategic targeting 710,demo+strategic targeting 712, and total campaign impressions 714. At thebottom of FIG. 7 is a summary table where projected or actual resultsare shown according to Networks 716 with respect to either impressionsor CPM, and further with respect to targeting categories (demo,strategic, demo+strategic, total for campaign). Note that the differencebetween demo+strategic targeting 712 and total campaign impressions 714is that demo+strategic targeting 712 represents a union of the sets ofimpressions for demo and strategic targets, while total impressions 714is simply the total number of impressions.

Note that networks to be targeted for a campaign can be input manuallyby a user/planner, or can be automatically chosen by the invention froma list of preferred networks. A tabular UI may also be provided thatallows a user/planner to easily select preferred networks from a list ofall networks.

FIG. 8 shows a “networks+daypart” tab 802 for an exemplary userinterface for a tool according to the invention. Here, projected oractual results for impressions are summarized simultaneously by TVNetwork and daypart, and shown for basic demographic targeting (age andgender), strategic targeting, and a combination of basic demographic andstrategic targeting. Per FIG. 8, Networks+Dayparts tab 802 has beenselected, and by selecting the box marked impressions 804 a user causesthe horizontal bar graphs in the center of FIG. 8 to display projectedor actual results in terms of impressions according to dayparts 806 andnetworks 808-816. The top five networks displayed for this non-limitingexample are: TNT 808; Bravo 810; ABC 812; AMC 814; and ESPN 816. Notethat any number of networks may be targeted and the number networksdisplayed using horizontal bar graphs such as those of FIG. 8 is limitedonly by available space on the display screen and/or the desires ofeither the user and/or user interface developer. Also, the choice ofwhich networks to be displayed by such horizontal bar graphs may bedetermined by a number of mechanisms including: largest number ofimpressions or smallest number of impressions, or if a display based onCPM has been chosen: highest CPM or lowest CPM. At the bottom of FIG. 8is a summary table where projected or actual results are shown accordingto Networks 818 with respect to impressions, and further with respect todaypart (morning, daytime, early fringe, primetime, and overnight).

FIG. 9 shows an alternative implementation for a “networks+daypart” tabfor an exemplary user interface for a planning or reporting toolaccording to the invention. Here, projected or actual results forimpressions are summarized simultaneously by TV Network and daypart. Forthe user-interface shown in FIG. 9, campaign results are shown brokendown according to a specific date range, and daypart results are shownfor each day within the date range. Specifically, for this alternateimplementation, network+daypart tab 902 is selected and control 904 isselected to enable impressions to be displayed for the graph in thecenter of the display. The graph is constructed horizontally with eachrow of the graph representing a specific TV network 906, and thendivided vertically first by day 908 and within each day by daypart 910.For this example typically five dayparts are defined, consistent withthose defined previously for FIGS. 5, 6, and 8. Within each row of thegraph and in line with a particular network 906 are geometric shapes—inthis case rectangles—with one rectangle displayable for each daypartposition when impressions occur in the particular daypart. If noimpressions occur for a given daypart no rectangle appears. Exemplaryrectangles are shown in black/white shading patterns for FIG. 9,although for a UI on a computer display color shadings may bepreferable. Four degrees of intensity are conveyed by the exemplarydisplay of FIG. 9 starting with rectangle 912 indicating a relativelylow number of impressions for a given daypart and network, rectangle 914being colored more intensely, rectangle 916 being colored yet moreintensely, and rectangle 918 conveying the most intense coloring andtherefore indicating the highest level (comparatively) of impressionsoccurring in certain dayparts within the timeframe and network listcovered by the graph of FIG. 9.

At times, a planner may wish to have raw data for the results of theircampaign in order to help them assess campaign execution results. FIG.10 shows such a raw data report. Data represented in any particularcolumn of the table of FIG. 10 is exemplary and non-limiting. Forexample any particular relevant information in the table of FIG. 10 mayinclude an ad ID 1002 identifying an advertisement; a date 1004 forwhich the results of the row are reported; a day of the week 1006; atime 1008 for the particular results; a daypart 1010 consistent with apreviously defined daypart segmentation; a particular network 1012 forwhich the results are reported; Household (HH) impressions 1014 thatoccurred for the time reported; demo impressions 1016 for the timereported; strategic targeting impressions 1018 for the time reported;demo+strategic impressions 1020 for the time reported; and cost forimpressions relating to those reported in the row of the table.

FIG. 11 shows an exemplary user interface for a planning and analysistool for a strategic TV advertising campaign. Here, a planner can choosebasic demographic targeting as well as strategic targeting categories.Upon entering placement parameters 1118 such as for example and withoutlimitation: budget; scheduling; and cost goals, they may viewautomatically generated projections indicating parameters like on-targetimpressions, CPM, impressions by daypart, impressions by day, and aprioritized network list showing the effectiveness of networks that maybe targeted. The user interface displayed in FIG. 11 is organized withcontrol and targeting parameters on the left of the screen that auser/planner controls in order to construct or guide the planning of anad campaign according to the invention. On the right side of the screenare estimated results that are updated as the control and targetingparameters are manipulated by the user/planner. At the top left of thescreen are menu choices 1102 that provide a view according to campaigns;placement; videos; ads; ad type; and surveys. For a menu choice selectedon the left side of the screen, further menu choices appear 1104 at thetop of the screen, in this case for example: campaigns; tools; privateinventory; and help. A search facility 1106 is available and anindication 1108 is also shown designating a particular user/plannerunder whose responsibility the particular ad campaign is being planned.Identifying documentation 1110 for the specific ad campaign is alsoshown.

At the left side of the screen where control and targeting parametersare input by a user/planner are demographic targeting information 1112,which focuses on gender and age targeting. Gender 1114 is targeted inthis example with separate checkboxes for male and female. Age targetingis performed in FIG. 11 by an age range selection graphical functionwhere a portion of a horizontally displayed age range is chosen fortargeting by sliding either or both of range border objects 1116 tocreate a targeted age bracket between their positions. For the userinterface of FIG. 11, objects 1116 are represented by circles and arepositioned at the extreme of the age timeline thus bracketing betweenages 13 and 64+. Above the age range selection graph is displayed textindicating “ages 13+”, thus reminding the user that they may target anage bracket from 13 to 65+. Below the age range selection graph is agraph indicating the relative magnitude of impressions available at eachage level—based on either historical or projected data—and given thegender choice 1114 made above.

Below the demographic targeting 1112 is a box 1118 wherein placementparameters are set by a user/planner. Here, a budget 1120 is input, anda date range 1122 for the campaign is set with separate boxes for startdate and end date. A strategy for dayparts may be set by selecting icon1124 marked Dayparts, whereupon the exemplary user interface of FIG. 12appears. Next, a maximum cost per thousand impressions (CPM) can beentered in the box labeled “Max CPM” 1126, and “Goal Impressions (000s)”1128 may be entered for the campaign placement. Box 1130 indicates achoice of optimization for targeting, where in this example “DemoTarget” has been chosen. Other selections possible through the drop-downmenu include “Strategic Target” and “Demo+Strategic Target”.Additionally a user/planner may select from one or more ad types 1132,where in this example and without limitation they are presented withchoices for “Linear” and “VOD”, both of which have been checked. At thebottom left of the user-interface display of FIG. 11 are facilities forchoosing strategic targeting 1134 wherein a user/planner may targetdifferent parameters within one or more of the following exemplary andnon-limiting parameter categories: Income; Ethnicity; Education;Children; and Home. Parameters for each of these may include withoutlimitation and for example:

Income—income of targeted person or household income related to targetedperson.

Ethnicity—ethnicity of targeted person, or ethnicity of related personswithin household of the targeted person.

Education—education level completed, including any of: grade school;high school; junior college; trade school; graduate school.

Children—number of children in household, gender of children, age ofchildren.

Home—value range of home owned by targeted person's household, range ofrental paid by targeted person's household.

Buying habits—categories of products and services typically purchased bya targeted person.

Strategic targeting may also include buying habits of targeted viewers.

On the right-hand side of the exemplary user interface of FIG. 11 isresults display 1136. When a planner makes adjustments to demographictargeting 1112, placement parameters 1118, or strategic targeting 1134,results display 1136 is automatically updated. Display 1136 includesbuttons for save and submit 1138 thereby allowing a planner to saveprojected results or submit a specific campaign plan whereupon the orderis executed with designated supply partners. For a specific combinationof targeting and placement parameters, projected or actual results areshown in 1136 for on-target impressions and CPM with respect todemographic targeting 1140, strategic targeting 1142, and demo+strategictargeting 1144. A graph 1146 showing on-target impressions with respectto CPM is displayed. Vertical bar graph 1148 shows impressions bydaypart, while horizontal bar graph 1150 shows impressions by day. A boxshowing results with respect to networks 1152 is shown with aprioritized network list 1154 where for each network in the list, ahorizontal bar graph 1156 indicates a relative weighting for impressionscompared with other targeted networks. For each network an estimatedweighting of impressions by daypart is shown by a segmented horizontalgraph 1158. Each of the segments is shaded or colored with an intensitythat provides an indication of relative weighting of impressions withrespect to daypart. An on-target percentage 1160 is shown for eachnetwork, as well as an on-target CPM 1162. The list of networks can becustomized by selecting the link called “Customize List” 1164.

FIG. 12 shows an exemplary user interface that is typically shown as aresult of clicking the Dayparts icon 1124 in FIG. 11 and enables auser/planner to select which days and dayparts they desire theircampaign to run. While other formats may be used to enter combinationsof daypart and day to be used for a campaign, table 1202 of FIG. 12 canaccelerate and ease the process by allowing a user/planner to select alldays for a given daypart—by clicking a title 1204 at the top for a givendaypart—or select all dayparts for a given day by clicking a title 1206at the left for a given day. Specific day/daypart combinations may alsobe individually selected or de-selected by clicking an individual box1208 in the table where the selection will toggle in response. Note thatas shown in FIG. 12 the number of dayparts representing a day and thetimeframes for each daypart are arbitrary and exemplary, and otherchoices for daypart definitions are possible according to the invention.Further, a table input facility like that of FIG. 12 can be providedseparately for each network, thereby allowing a planner to control acampaign directly in a manner consistent with the exemplary resultsshown in FIG. 9.

FIG. 13 shows an exemplary user interface for a planning tool for astrategic TV advertising campaign where the functionality is similar tothat shown in FIG. 11, however for this scenario of FIG. 13 the plannerhas chosen different age and gender targeting and thus the automaticallyprojected results shown (On-Target Impressions per time) are noticeablydifferent from those of FIG. 11. Note that for FIG. 13 demo targetingcontrols 1312 have been set so that for gender 1314, male is checked andfemale is not. Also age bracketing has been revised by sliding one ofthe range border objects 1316 such that ages from 20 to 64+ are nowtargeted. Even without changing strategic targeting parameters 1364,results 1346 representing on-target impressions at different CPM levelsare changed from those of FIG. 11. Also result summary 1336 has changedwith respect to demographic targeting 1340 and combined targeting 1344,but not strategic targeting 1342. Notice at the bottom of the projectedor actual results, that relative to networks reporting 1352 theestimated weighting (or actual weighting) 1356 has changed, and withmore emphasis on sports given the focus on male gender and also as aresult of removing teenagers from the targeted age bracket. The threeESPN networks are now most heavily weighted 1356, and on-targetpercentage 1360 and on-target CPM 1362 are also changed.

FIG. 14 shows an exemplary user interface for a planning tool for astrategic TV advertising campaign where the functionality is similar tothat shown in FIG. 13, however for this scenario shown in FIG. 14 theplanner has chosen different strategic targeting—in particular they havechosen to target men with children having ages falling into specific agebrackets. Thus, the automatically projected results shown are noticeablydifferent from those of FIG. 13. The exemplary user interface of FIG. 14shows demographic targeting 1412 similar to that of FIG. 13 includinggender 1414 and age bracketing range border objects 1416. However forFIG. 14, a strategic targeting element 1464 has been added where theparameters for children 1466 are included. Here, households withchildren at home 1468 are targeted, and in particular ages of children1470 are included for both under 2 years and 2-5 years old. As a resultof this enhanced strategic targeting, estimated (or actual) results 1446are changed with respect to on-target impressions resulting fromdifferent levels of CPM expenditure. Results summary 1436 showssignificant changes with respect to demographic targeting results 1440,strategic targeting results 1442 and combined targeting results 1444. Inaddition, the distribution of ad placements with respect to networks1452 has changed again, with more weighting on Discovery Channel thanthe various sports networks, and accordingly on-target percentages 1460and on-target CPM 1462 have both changed again with respect to thescenarios of FIGS. 11 and 13.

FIG. 15 shows an “Overview” tab for an exemplary user interface for aplanning tool according to the invention. Here, projected results foron-target impressions are shown graphed over the run time for thecampaign. Also, results for basic demographic targeting, strategictargeting, and combined targeting are summarized in terms of on-targetimpressions and CPM. Similar results according to TV network are alsoshown. FIG. 15 depicts an overview 1512 display for a campaign whereprojected or actual results are graphed 1514 in a manner similar to thegraph shown in FIG. 4. However, FIG. 15 also includes a display 1530that describes the specific demographic targeting shown for thecampaign—in this case age 18 to 29 and female—as well as specificstrategic targeting which includes female targets who are homeowners andhave an income of $100,000+. Graph 1514 includes impressions per timeshown separately for demographic targeting 1516, strategic targeting1518, and combined targeting 1520. The results table 1522 for totalsover this the campaign run time are shown. Also shown at the bottom ofthe user interface display of FIG. 15 is a summary table 1524 whereimpressions 1526 and CPMs 1528 are shown according to differentnetworks—in this case ABC and AMC. When the user interface display ofFIG. 15 indicates projected results for a future campaign, any change totargeting characteristics, demographic or strategic or both, will affectthe results displayed as shown.

FIG. 16 shows a “Daypart” tab 1602 for an exemplary user interface for atool according to the invention for the campaign per FIG. 15. Here,projected or actual results for on-target impressions 1604 or CPM areshown graphed according to time of day grouping. Results for basicdemographic targeting, strategic targeting, and combined targeting aresummarized in the time of day graph, and also summarized in terms ofon-target impressions and CPMs for key dayparts of interest. In theexemplary user interface display of FIG. 16, a graph 1632 has beenconfigured to represent impressions 1604. For each daypart segment 1606,bar graphs are shown for each targeting category including demographictargeting 1608, strategic targeting 1610, and combined targeting 1612. Aresult summary table 1614 is shown at the bottom of the display whereimpressions and CPM are shown for each daypart segment. Above graph 1632is a display 1630 that summarizes the specific demographic targeting forthe campaign—in this case age 18 to 29 and female—as well as specificstrategic targeting which includes female targets who are homeowners andhave an income of $100,000+.

FIG. 17 shows a “Networks” tab 1702 for an exemplary user interface fora tool according to the invention for the campaign of FIGS. 15 and 16.Here, projected results for on-target impressions or CPM are showngraphed according to TV network 7014, with impressions 1704 selected forthis particular display. Results for basic demographic targeting 1706,strategic targeting 1708, and combined targeting 1710 are alsosummarized and prioritized in terms of TV Network 1714 along with totalimpressions 1712 for each network. Impressions for each of targetingparameters 1706, 1708, 1710, and 1712 are represented in FIG. 17 interms of horizontal bar graphs which have been sorted such that TVnetworks having the largest numbers of impressions are shown at the top.At the bottom of FIG. 17 is a summary table where both impressions andCPMs are summarized according to network.

FIG. 18 shows a “Networks+Daypart” tab 1802 for an exemplary userinterface for a tool according to the invention for the campaign perFIGS. 15-17. Here, impressions 1804 have been selected and projected oractual results for on-target impressions by daypart 1806 are showngraphed according to TV network. A horizontal bar graph is displayed foreach TV network, with the exemplary display of FIG. 18 including fiveexample networks: ABC family 1808; ESPN 1810; AMC 1812; TNT 1814; andBravo 1816. As indicated in previous figures five dayparts are typicallydepicted, however definitions for dayparts are arbitrary and otherdivisions of the day are possible within the scope of the invention. Atable 1820 is included summarizing impressions or CPM according todaypart for each targeted TV network. Also at the bottom of the displayof FIG. 18 a statistical summary 1822 is that includes for eachplacement: a completion status; and maximum bid; a total budget; a totalof impressions; a total number of ad clicks; a CTR (click through rate)percentage; a completion rate percentage; and an eCPM (effective CPM orOn-Target CPM) value; and a total cost.

FIG. 19 shows an exemplary and non-limiting list of other “strategic”targeting viewership data available from 3^(rd) Party Sources. Thisparticular example represents data available from Nielsen. However,similar as well as different strategic targeting viewership data isavailable from a variety of 3^(rd) party sources other than Nielsen. Asshown on FIG. 19, Purchase/Usage data 1902 may consist for example of:

Nielsen PRIZM Code;

Nielsen P$YCLE Z6 Code;

Nielsen ConneXions Z6 Code;

Principal Shopper;

Frequent Moviegoer Code;

Avid Moviegoer Code

Principal Moviegoer Code;

Pay Channels;

Beverage Usage Bottled Water;

Beverage Usage Coffee or Tea;

Beverage Usage Soft Drinks; and

Beverage Usage Table Wine.

And, Ownership Data 1904 may consist for example of:

DVD Owner;

Presence of DVR;

Number of TV Sets;

Number of TV Sets with Pay;

Video Game Owner;

Number of VCRs;

Number of Cars;

Number of Trucks;

New Car Prospect Last 3 Years;

New Car Prospect Last 5 Years;

New Truck Prospect Last 3 Years;

New Truck Prospect Last 5 Years;

College Student Away;

HD Capable Home;

Number of Operable Computers Code;

Number of Operable Tablets Code; and

Cell Phone used to Access.

Note that the quantity and complexity of the data and tasks involved inthe invention make implementation of the invention impossible withoutthe aid of a machine, typically the one or more processors referred toabove. During the analysis processes involved, millions of data elementsmust be considered and without using a machine as part of the invention,its implementation would not be possible. The claims reflect acomputerized process since, at this time, computing resources haveevolved to include “Cloud-based” computing as described above in theBackground section. As such, it is also impossible to predict where(physically) the claimed processes will be executed and/or if they willbe distributed across multiple machines. It is also impossible topredict the specific ownership of machines whereupon the claimedprocesses will be executed, and therefore against whom the claims wouldprotect against should the claims instead have been written as systemclaims as opposed to the method claims attached hereto.

What is claimed is:
 1. A computerized method for planning an advertisingcampaign for TV, whereby one or more processors perform a methodcomprising: receiving a data set of viewership data for TV that includesviewership data related to at least first and second TV ad slots;receiving from an advertiser/client desired targeting characteristicsand placement parameters for the advertising campaign; automaticallyanalyzing, performed by the one or more processors, viewership data,desired targeting characteristics, and placement parameters to produce alist of targeted TV ad slots; and automatically providing to anadvertising campaign planner projected campaign results including:impressions per time with respect to categories of: i) demographicviewer characteristics; ii) strategic viewer characteristics; and iii) acombination of demographic and strategic viewer characteristics;impressions with respect to network; impressions with respect todaypart; cost with respect to network; cost with respect to daypart; andcost with respect to time.